Christos Garkinos Looks to Take the Emerging Fashion Arena of Live Shopping by Storm
Back at the turn of the decade, people around the world began to delve deeper into the methods of connectivity and shopping that the internet had to offer. Those who’d enjoy spending a weekend day at the shops would now spend more time scrolling through fashion websites, and people who wanted to catch up with friends and family would turn to live video, or to live streaming platforms to join community events.
Christos Garkinos was one such person. In 2020, he decided to take to Instagram Live to connect to his fellow fashionista crowd and talk everything attire. This evolved into him selling off some of his pieces through the live streaming arm of the social app, with the focus becoming reselling luxury fashion. As of July 2025, he’s seen over $200 million come in via these sales. Now, with his own platform, Garkinos is diving into an exciting space for sales.
Building the Potential of Live Streaming
Live streaming has been around for quite a while, but it really picked up steam in the 2020s. Since before this point, however, it was already being leveraged in ways that go beyond what could be termed the traditional viewer experience. The technology allows for real-time interactions and a sense of being in the moment, but live streaming was mostly limited to people watching other people perform.
Early in the mid-2000s, a new product was conceptualised and released that enabled two-way interactivity with a live-streamed production. Now, the online casino is filled with these real-time table games and game shows. In them, the players bet, see the games run by the professional host or croupier, and then get their winnings there and then should they back a winning outcome. This interactivity is what has underpinned the rise of live shopping.
While the scene certainly faltered in the late 2010s and even in the early 2020s, now, there looks to be a rush for interactive live shopping platforms. Whatnot recently landed a major fundraising round to help launch a sportswear category in the UK, Tilt recently enjoyed its major launch event in London, and eBay’s been kicking up a fuss for its new live shows. So, it makes sense that market projections see live streaming as hitting $600 billion by 2032.
Garinkos Launches the Covet by Christos Platform
Garinkos built what is now a mighty following through his engaging live streams on Instagram. He leveraged the platform to discuss, showcase, and eventually sell used luxury fashion items. Called ‘Covet by Cristos,’ his social media account now boasts over 35,000 followers who come to him for a chance and buying the best pre-owned luxury goods and even some beauty products from time to time.
From this modern boot sale beamed to tens of thousands of viewers through his iPhone, Garinkos has now debuted CBC Discovery. This marks a grand expansion of his brand and the live sales front. Here, full-price fashion pieces, décor, and beauty products will be sold, supplied by some major brands. He’s also taking to putting on live in-person events. He also takes to live events now, such as with ChristosCon in Dubai this November.
Right now, there looks to be another rush to try to become the go-to platform for the incredibly high ceiling corner of live shopping. Garinkos has curated a dedicated crowd and a distinct niche, which should put him in good standing as the scene continues to grow and evolve.